The Impact of AI-Driven Personalization on Customer Engagement, Trust, and Purchase Intention: Evidence from Digital Consumers
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The Impact of AI-Driven Personalization on Customer Engagement, Trust,and Purchase Intention: Evidence from Digital Consumers
Dr. Mahesh Dutta Mishra, Dr. Amar Singh Rathore, Dr. Abhishek Jain
ABSTRACT
The rapid adoption of artificial intelligence (AI) in marketing has enabled brands to provide highly personalized experiences to consumers. This study examines the effect of AI-driven personalization on customer engagement and loyalty. The research focuses on understanding whether perceived personalization increases purchase intention across different demographic groups. Using a quantitative approach, data were collected from 200 online consumers interacting with AI-based recommendation systems. The findings suggest that AI-driven personalization positively influences engagement, trust, and satisfaction, highlighting its critical role in modern marketing strategies.
Keywords: AI, Personalization, Customer Engagement, Customer Loyalty, Purchase Intention
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